The best-laid plans – Transitioning a series into a brand? Here’s a roadmap to get you started

Arguably an original TV series that translates into a successful licensing and marketing property is looked upon as something of a miracle right now. However, most of the ones that do break through don't just magically spawn product on retail shelves that awaits the embrace of eager fans. In order to make it that far, all partners - including series creatives and licensees - have to be on the same page, pushing the IP's exposure to consumers. There's got to be a master plan, an IP roadmap that plots the first five or so years of a property's life beyond the TV screen.
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June 1, 2007

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